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A Sensory Journey: Fragrance in Branding

By: GCI Editors
Posted: May 23, 2012, from the June 2012 issue of GCI Magazine.

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Also, as consumers seek more control over fragrance choice and their own fragrance experiences, they may seek to change the level of fragrance in their products. We expect fragrance delivery systems to be more technology driven to give consumers options to add fragrance on-demand.

Miller Burns: More and more marketers/product developers are realizing the power of fragrance sensory branding when developing their products. In order to stand out in a crowded marketplace, the leading sensory emotional asset—fragrance—must be carefully considered. The right fragrances or winning fragrances establish an essential emotional bond with the product’s targeted consumer. Winning beauty products and brands will offer high-quality fragrances that deliver on consumer’s fragrance expectations, distinctly communicate product benefit and performance messages, and translate the complete product message.

A key to creating winning beauty products in a competitive marketplace is to ensure fragrance is an integral part of your product development process and strategies. In addition, fragrance must be a primary consideration in the earliest product development stages.

Marketers and brand owners can leverage the fragrance success of one beauty product by parlaying it into product line extensions, further establishing consumers as brand fans.

Diamond: Fragrance will remain an excellent component in promoting a brand. As we move forward, I believe that fragrance will play a more cohesive role to the final product and make a better connection to the packaging’s graphics and product positioning for a 360-degree product concept. As the industry gleans more insight into consumer’s preferences, fragrances will also be fine-tuned and better directed to the actual brand’s targeted consumer while also enhancing the product’s benefit claims.